Bordo Essay

981 words - 4 pages

Many advertisement have found the key part into selling a product is through "sex" because they know sex will sell. Susan Bordo, a philosopher, write an essay piece on how the male bodies are presented as objects of pleasure and exchange of commerce. Usually, it would be women who are presented as objects of pleasure, but in this particular essay the script is flipped. Susan Bordo focus on how women react to men in the media, how men was seen in sexy advertisements and how homosexuality had an influence on it. These advertisement images are brought to life by brand names like Calvin Klein, Gucci, and Versace. In Susan Bordo's "Beauty (re)discovers the male body" she uses rhetorical strategies persuasively to argue that the male bodies are being exposed and objectified in a similar way to the female body. Susan Bordo, a philosopher, the Otis A. Singletary Chair of Humanities at the University of Kentucky. Bordo has background training in the study of culture, including popular culture and its representation of the body. Bordo intended audience was a broad group of people. Her audience would consist of people of any gender who are aware of advertisement selling products through sex. No, Bordo does not show proper audience awareness. The readers are prone to use context clues and the information to paint a clear picture of who is Bordo audience. As recently mention, Bordo's purpose for writing is present her argument about the exposure and objectification of the male body as opposed to the female body in the media. In Bordo essay, she introduces her ethos through personal stories, her own opinion, and data polls. Bordo credibility is well equipped throughout her essay, and writing on subject she shows passion towards. Bordo acknowledge Deborah Blum study: "Fifty-four percent of men are erotically aroused versus 12 percent of women" (Bordo 196). This shows how both men and women responded to seeing sexual photos. She also cited Jean Paul Sartre, a French philosopher, into her essay. Sartre is known for saying people could be whoever they want to, but other people will come along and misread them making them out as somebody they are not. She uses these example to support her argument for men on display. There is also a time in the essay Bordo take pictures to one of her classes getting others reaction on ads that showed men being objectified. "Most began to sweat the moment I unfolded the picture, then got their bearing and tried to explore the bewitching stew of sexual element the picture has to offer" (Bordo 191). She basically shows her audience she is not the only person who feels amazed when they see men in advertisements. Bordo present her essay in subtitles in which the first subtitle she uses is "Men on Display". In this part of the essay, she used pathos to grab her reader's attention to lower...

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